Purpose-driven ads are not only growing in number, but they generate more views and drive more results in the form of engagement rates, research shows.
Drawing on YouTube data, the video ad tech company Pixability established that cause-related ads among the Interbrand 2016 list of top 100 global brands had increased fourfold over the past five years.
And while they were tackling a wide variety of issues, some were more prominent than others—notably women’s empowerment, which accounted for 24% of purpose-driven videos from the top 100 brands. Other topics addressed included community aid (17%), adversity (16%), sustainability (14%), and equality (10%); healthy living made up only 4% of the total.
The average number of views for such purpose-driven videos was almost 1 million more than for non-purpose ones. And the engagement rate, calculated by Pixability as the sum of likes, dislikes, comments, and Facebook shares, was higher compared with 0.29% for non-purpose ads.